Win An Internship At An Oregon Brewery

September 9, 2009 By Jay Brooks

Oregon Bounty, which promotes travel to Oregon and specifically its local food and beverages, is sponsoring a very cool contest. They’re offering seven “cuisinternships” to local artisan businesses. You can be an intern chef, cheesemaker/choclatier, distiller, fisherman, rancher, winemaker, or — the coolest of the seven — craft brewer. Winners get an all-expenses paid trip to Oregon which includes round-trip airfare, six-nights lodging, and $1,000 cash spending money. You’ll then intern for five days.

You can enter online with a two-minute video and/or your 140-character essay on why you deserve to win an Oregon Bounty Cuisinternship. That’s basically a twitter post; a tweet. The deadline to enter is coming up; it’s Friday September 18. There’s also an FAQ if you have any questions about the contest.

The brewery Cuisinternship is with Jamie Emmerson at Full Sail Brewing in Hood River, Oregon. I’ve known Jamie for a long time now, and he and the staff of Full Sail couldn’t be nicer people. Plus, Hood River is an absolutely gorgeous part of the world.

Here’s a sample of what you’ll be doing if you win: Tour the Great Western Malting and Hop Farm, learn about mashing and the mash tun, learn about sparging and the lauter tun, understand the spice of the beer and the contributions of the hops and kettle, pitch the yeast (the magic ingredient), look under the microscope in the lab, partake in bottling at 500 beers per minute, fill kegs, and — most importantly — taste the rewards of your hard work. Whew, that doesn’t sound too bad, does it?

Here’s how the website describes it:

Along the shores of the mighty Columbia River Gorge, get a week-long lesson from some of the country’s craft brewing pioneers. From the hop farm to the mash tun to the microscope, you’ll feel, smell and taste beer from beginning to end. If you can tear yourself away from the tasting table, explore the charming town of Hood River, unofficial U.S. capitol of windsurfing, beer drinking and hanging out.

I’ve also been asked to judge the submissions and help pick the winner, so be sure to answer the question. “Why do you deserve to win?”

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The Next “Session” Heads East

September 9, 2009 By Jay Brooks

Girl Likes Beer, who is hosting our next Session, has a personal goal to sample a beer from every country with their own brewery. She’s had quite a few west of her native Poland, but the east is still largely unexplored. So she’s invited us to go east with her. She explains:

I would like you to pick your favorite beer made east from your hometown but east enough that it is already in a different country. It can be from the closest country or from the furthest. Explain why do you like this beer. What is the coolest stereotype associated with the country the beer comes from (of course, according to you)? And one more thing. If you do a video or picture of the beer (not obligatory of course) try to include the flag of the country.

Well, this could be fun. Get out your maps, compasses and orienteering gear. And head east in search of beer.

Labor Day Hop Picking

September 8, 2009 By Jay Brooks

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On Labor Day this year, Moonlight Brewing held their annual hop-picking event for friends and family to come and help harvest their hops. Since the kids were out of school and the lovely wife off work, we made a family outing of it, reminiscent of 19th century hop-picking when entire communities stopped what they were doing to help the farmers with the hop harvest. My daughter, Alice, was a hop-picking veteran, having come with me the previous year, but both Porter and my wife, Sarah, were newbies.

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Moonlight Brewery’s owner/brewer Brian Hunt with his hops.

It was a beautiful sunny day in whatever town Moonlighting says it’s in, and nearly three-dozen folks showed up to help. I’d guess we knew a little better than half the people there, so it was great fun sitting around, chatting, enjoying Brian’s beer straight from the tanks and picking the hops. There was also abundant food, and even Sean Paxton, the Homebrew Chef, put together a plate of some delicious cheeses. After we were done, we pulled out the Washoe Boards and played a few games, too.

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Alice wasn’t content just picking the hops, she wanted to help cut them down and carry them back, too. The kids had a blast and, as always, it felt great to pitch in and help. It was the perfect way to spend our Labor Day.

Below is a short slideshow of our day at Moonlight’s hopyard. If you click on the button on the bottom right with the four arrows pointing outward on it, you can see the photos in glorious full screen.

U.S. Select Beer Taste

September 6, 2009 By Jay Brooks

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I stumbled on the photo of a peculiar beer below while looking for another image. It was on Holy Taco, a humor website as far as I can tell.

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Best I could find out is that it’s a Japanese beer made by what appears to be a fairly large global food and drinks company called SC Foods Co., Ltd. The beer is called U.S. Select Beer Taste and is fairly resplendent with patriotic imagery from using a red, white and blue palette to the U.S. flag, an outline of the lower 48 and even part of the Statue of Liberty.

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It’s certainly an odd duck. But what fascinates me most is wondering what it tastes like. I mean that in an abstract sense. I know in reality it’s likely a clone of a tasteless American-style macro lager or similar low-calorie light beer. Or is it? What is the perception of the “select beer taste of the U.S.?” Is is still the former big three, or has craft beer managed to upstage that as an antiquated image of American beer?

I also can’t help but wonder, if it is an American light lager, why? The three major brands in Japan — Asahi, Kirin, Sapporo — aren’t substantially different from Bud, Miller or Coors. So if you’re going to label it U.S. Select Beer Taste, then it has to mean something to the intended consumer, which appears to be the Japanese. They have to perceive it as being something different than their own beer, don’t they? And if so, then doesn’t it follow that U.S. Select Beer Taste might be more craft-oriented in taste? It wouldn’t taste like a German, Belgian, Czech or English import. Sadly, I couldn’t find any ratings for the beer on either Beer Advocate of Rate Beer, so I don’t really know if it’s more Dale’s Pale Ale than Bud Light.

So what exactly is American Beer’s Taste perception in Japan and around the world? Among brewers and the über beer geeks certainly our reputation for quality is unsurpassed and the craft industry has staged a remarkable comeback for American beer since the low point of the 1970s. But that’s among the small, niche customer for whom beer matters. To the general consumer, I’m not so sure. Budweiser and Coors both sell surprisingly well in Great Britain and Bud is even making modest progress in Germany. What do you think U.S. Select Beer Taste is?

Macro Beer Prices Finally Going Up

August 28, 2009 By Jay Brooks

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(updated below)

Anheuser-Busch InBev (ABIB) announced a couple of days ago that come fall, their prices would be going up. MillerCoors also made it clear that they would be taking a price increase as well. The Wall Street Journal reported that “Anheuser-Busch InBev NV, the largest U.S. beer seller by revenue, and MillerCoors LLC will increase beer prices in the majority of their U.S. sales regions, the two companies said Tuesday.” Bloomberg added that, at least for ABIB, “the plan has met with “general acceptance” from retailers.”

Finally. This will probably end up being controversial — though it shouldn’t be — but I think that’s very good news. For a long while now, the major beer companies have all kept their prices to consumers artificially low to maintain their volume sales. Part of the reason is simply the competition among one another — the big guys that is — and none of them wanting to be the company that blinks first. I’ve watched this for many years, especially when I was a beer buyer for a chain of California stores, when each year the big companies would try to keep their price increases as small as possible. Now obviously, no company wants to raise its prices too much, but in the big beer business the increases over time have not kept pace with inflation and especially with the rise of ingredient costs and other factors, such as transportation, fuel, etc. There are likely several reasons for that, but chief among them is needing to keep sales volume up in order to maintain and increase the share price. And so over the past decade or two, none of the big beer companies have taken prices increases up as far as they otherwise would have if they were just looking at the cost to wholesale/retail price ratio. Even with the economy tanking, eventually someone has to blink. ABIB, with the InBev predisposition toward profit at all costs, seems poised to end this period of artificially low price points.

A side benefit for them, though most likely merely an externality, is that the price difference between the average big beer and a craft beer has widened, giving the impression that the macro beers are a far greater value. That’s because most craft brewers have not had the resources to do likewise and the price of their beer is more realistic, taking into account all their costs for ingredients, transportation, staff, and costs of doing business. A few have tried to keep the price to wholesalers down, but the increase in hops, barley and fuel over the last two years has made that increasingly difficult, even for the larger craft breweries. If ABIB raises their price (and MillerCoors follows suit, as they usually do) to more realistic levels, the price differential between a big beer and a craft beer should decrease, making it more likely that consumers might trade up to a craft beer, if the difference isn’t as great in doing so. Because of the economy, that’s already happening to some extent, with craft beer being seen as an affordable luxury from two directions. One, some people are trading down from more expensive bottles of wine or spirits to more affordable craft beer and, two, people trading up and treating themselves to a nice of bottle of beer, which isn’t stretching their wallet as much as a more expensive beverage. But if the price gap shrinks, we should see an increase in craft beer sales.

On the other hand, although it’s not a popular stance, I’ve long thought that craft beer should be more expensive than it is. It should be priced according to its value instead of against the more popular, but inferior tasting products. Organic food offers a good analogy. Organic food is more expensive to grow for a variety of reasons and thus costs more in the grocery store. But if people aren’t willing to pay a little bit more for it, it will disappear entirely and we’ll have little choice in the food we eat. Luckily, many people recognize that organic food, despite its more expensive price tag, offers additional benefits that make its increased price worthwhile. In a sense, you get what you pay for. If organic food tastes better, is healthier for you, often keeps money in the local economy, and is better in the long run for the planet’s sustainability, paying a little bit more for it isn’t just a good idea, but a moral imperative. I believe the same applies to craft beer.

We all tend to look for whatever is the cheapest and often forget about what “value” even means. I’m as guilty as the next guy, but I try to consider it whenever possible. We’ve all been indoctrinated with the idea — the “Wal-Mart Syndrome” — that value means cheaper, but that’s just not the case. If I pay more for a better constructed (and probably more comfortable) pair of shoes, and they last twice as long as the cheap pair, the expensive ones are the better value. Similarly, if I spend more more for a bottle of good beer, it will taste better and I’ll enjoy it more, making it a far better value.

A motto for this idea could be “drink less, enjoy it more.” That might not work for large companies that depend on volume, but there plenty of small sustainable craft breweries for whom that model would work perfectly. All we have to do is be willing to pay the price.

UPDATE: The L.A. Times ran a story yesterday entitled Is the Price Increase Justified?, citing a supply management expert, Bob Zieger, who took “issue with the idea that “general commodity prices” are behind beer price increases.” He continued:

“After all, beer is not made from a combination of pork bellies, copper and cocoa. Its key price drivers, like hops and barley, are actually not experiencing a serious price increase right now. If there was ever a time to blame commodity costs for a necessary price increase, it was last year,” Zieger said.

As any brewer can tell you, hop prices have not returned to the levels they were three years ago, nor have barley prices, though they have abated a little better than hops. Of course, hops and barley aren’t the only cost increases, as fuel and transportation costs have skyrocketed, too. Naturally, Zieger has a blog — doesn’t everybody? — called Supply Excellence where he expands his criticism. I think it’s unfortunate that the L.A. Times cited him as an expert because while he may know a lot about supply management and commodities generally, he doesn’t know the brewing industry, its particularities and the history of this issue. This gives a bad impression, I think, since it’s the only criticism they cite and in fact his thoughts were the story. While he’s certainly welcome to voice his opinion — and it was interesting to read his full blog post — it seems odd, and perhaps even a little wrong, for the L.A. Times to do a story calling into question one of the reasons given for an increase of beer prices without having any contrary opinion or indeed any person connected with the beer industry who knows anything about it. That just seems like irresponsible journalism to present one man’s opinion as a news story. Isn’t that what the op-ed section is for?

CNBC Talks Up Boutique Beer

August 27, 2009 By Jay Brooks

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CNBC did a short segment last week on craft beer, which they insisted on calling “boutique beer” — sigh — because the interviewer was Australian. Hey lady, you’re not in Australia anymore, call it by the name we use here! You don’t see American talking heads calling it soccer, instead of football, on English television, do you? Seriously, is it too much to expect that she’d learn the lingo?

But on the plus side, at least they interviewed people who actually know something about beer. First, there was Paul Gatza, president of the Brewers Association (and the man who compiles and interpret the brewing statistics) so it was great to see him on camera. The other person they interviewed was Justin Phillips of the Beer Table, a beer bar in Brooklyn. Despite the usual ignorance leading to perhaps not the best possible questions, it was still better than usual.